Denmark’s Spillemyndigheden Secures IAGR Award for StopSpillet Campaign Driving Record Helpline Activity

Denmark’s Gambling Authority has backed its safer gambling campaign after it produced a record drive with audiences in need of help. Spillemyndigheden’s StopSpillet initiative won the International Association of Gaming Regulators award for Safer Gambling Initiative or Communications Campaign. A unanimous jury selected it at the association’s annual conference in Lima, Peru, as reported by Slot Beats.

The campaign launched in autumn 2025. It targets one documented barrier to treatment: the time between recognising a gambling problem and asking for support. Men aged 30-to-40 wait up to two and a half years before they seek help. The regulator designed the effort to enable family members to intervene and obtain professional assistance.

Results confirmed the approach worked. 7% of viewers took concrete action by contacting StopSpillet or encouraging someone else to seek help. Men in the target group accounted for one in ten who actually took steps toward seeking help.

StopSpillet took 108 calls in October 2025. That total marked the highest monthly figure since the helpline started in 2019. Enquiries rose between 50% and 63% during the campaign versus the same period the previous year.

The campaign ran on film, social media, podcasts, radio and Reddit. It included a collaboration with Divisionsforeningen. Those efforts produced 57.4 million digital views and almost 25,000 clicks to the content.

Record Engagement Metrics

Anders Dorph, director of Spillemyndigheden, says: “We make campaigns that work. It’s not just about having a good message.” It’s about meeting the target group where they are. We have deliberately used channels and platforms that the target group uses in everyday life and the numbers show that we are breaking through the information wall. It is very powerful to see that the campaign has actually made people reach out for help.

Judges highlighted the campaign’s empathy, stigma reduction and the increase in people seeking support. This is the third IAGR award won by Spillemyndigheden. It received the 2024 award for its campaign on how young people meet gambling and the 2025 award for presentations at youth education institutions. StopSpillet itself supplies free, confidential and anonymous counselling to people with gambling problems and their relatives.

What Targeted Outreach Delivers

The data tie channel selection directly to action. Helpline volume and viewer response rates both climbed sharply once the regulator placed its message on the platforms the audience already used. Regulators weighing future campaigns now have concrete Danish figures showing the lag between awareness and help-seeking can be shortened when execution matches audience habits.